Brand Tone

irreverent, satirical, and unapologetically bold

Brand Values

• •Freedom of Expression
• •Individualism and Self-Reliance
• •Patriotism
• •Skepticism of Authority
• •Community and Shared Identity

Best Practices

• •Maintain the Attitude: The irreverent and confident tone is the brand's biggest asset. All copy, from product descriptions to social media posts, should reflect this personality.
• •Speak to Your Base: Use language and cultural references that are familiar and resonant with your target audience. This reinforces the sense of an in-group and community.
• •Embrace Humor: Utilize satire and humor as primary tools for communication. It makes the brand's message more memorable and shareable.
• •Be Bold, Not Belligerent: The brand's strength lies in its confident and provocative stance. The copy should challenge ideas, not attack individuals, to maintain a focus on principles over personal conflict.
• •Foster Dialogue: Use copywriting to ask questions and encourage discussion. This builds a more engaged community and provides valuable insight into the audience's perspective.

Social Perception

To its target audience, Based Dynamics is perceived as a courageous and authentic brand that provides a voice for their perspectives. It is seen as more than just a merchandise store; it is a symbol of a shared cultural and ideological stance. Customers view the brand as a way to express their identity and connect with like-minded individuals. To those outside of its target market, the brand's provocative nature could be perceived as polarizing or controversial.

Copy Examples

• •Tired of walking on eggshells? So are we. Our latest collection is for those who prefer to speak their mind. Wear it like you mean it.
• •Consider this your new uniform for triggering the perpetually offended. You're welcome.
• •Finally, some common sense in your inbox.
• •They say 'the future is female.' We say the future is free. #BasedDynamics
• •Start your day with a sip of freedom. This mug is not approved by fact-checkers, and that's the point.